MTN DEW is the first in the series of alternative adverts for well known brands , which riffs on Asbestos’ recent exhibition at the Hayward Gallery’s Cafe Concrete, which was knee deep in colourful internet memes, MLG Parody in-jokes and straight faced YouTube How-Tos.

Over the last five years Bruce Asbestos has experimented with digital and social media, popular culture, marketing and small-scale production. An active internet presence ​was​ at the core of his practice: his online TV show, The Social Media Takeaway, use​d​ the quick-fix, low-brow, throw-away nature of YouTube as a platform to produce artworks and performances.​ ​ Bruce is currently taking a well earned #SOCIALMEDIASABBATICAL to concentrate on a series of artworks.

During Studying Fine Art BA at Nottingham Trent University (2001-04), Bruce completed a five-month scholarship at Musashino University, Tokyo. On the day of leaving Fine Art, Bruce started studying a three-month intensive business course, before going on to set up artist run projects Stand Assembly Studios, Moot Gallery and My House Gallery. During this time he worked in collaboration with Hannah Conroy as Ayling and Conroy. More recently he completed his MA in Fine Art at Nottingham Trent University, during which he completed a two month scholarship at RMIT University in Melbourne, Australia​, and has recently mothballed his gallery, Trade (2010-2014)​